Considerations:People may not see or read your postsPeople may hide your postsFans might not be active usersBreadth isn't engagementThe ToolsFacebookTwitterYouTubeFlickr & LinkedInGoogle+ and TumblrFans# of people who 'like' your page.Total Reach# of unique people who have seen any content associated with your page.Weekly Total Reach# of unique people who have seen any content associated with your page over a week.FollowersThe number of accounts that subscribe to your Twitter feed.Can add total from accounts

Average Reach*Average # of unique followers who saw your tweets

Top Reach*Three to five tweets with highest # of unique viewsSubscribersThe number of subscribers to your channel.Total Image ViewsTotal number of views of images

Weekly (or Monthly) Image ViewsImage views over a time period

LinkedIn Followers# of people who follow your page.

LinkedIn ImpressionsThe number of times each update was shown to LinkedIn members.Have in CirclesThe number of accounts that circled your account.

FollwersThe number of people who follow your posts.DepthVolume of Desired ActionsDo people click-through to your website?What's the outcome? Are people accessing your data, registering for services?What is the context of people's visits?How long do people interact with your content?ConversionsViewingNumber of completions of a desired activity, such as click-throughsThe value of activity completionsYouTube ViewsMinutes WatchedTop VideosMission Impact? Benefits:Describe your social strategies' effectiveness in encouraging action from your community. Informs whether the desired number of participants succeeded in viewing a majority of the content.

Considerations:Does not ascribe value on users experience or reaction

The ToolsGoogle AnalyticsYou TubeDirect EngagementInteraction with ContentTo what extent do visitors use your social media content?How successful is your agency in reaching response-time benchmarks?What's the volume and frequency of citizens' engagement with your agency's content?Engagement ResponsivenessEngagement VolumeBenchmark goals for response timesNumber of questions answeredTrends in community valuesFrequency of engagementWhat elicits responses?Mission Impact? Benefits:Key factor in quality customer experienceDetermine the frequency and effectiveness of your engagements.

Considerations: Are comments and questions positive, negative, neutral?The ToolsLoyaltyLoyalty and ReturnsHow many community members are returning to your website?Through which social media channels?Mission Impact? Benefits:Assess the interest in your content and communicationsTrack goals and trends over time

Considerations:Does not look at individually identifiable informationThe ToolCustomer ExperienceCustomer ServiceWhat are people saying about your specific programs?What are people saying about your events?What are people saying about your content?Mission Impact? Benefits:Trends in valuesWhat elicits engagement

Considerations:Protect personally identifiable informationReporting "Top Influencers" is not recommendedThe ToolsCampaignsCoordinated AnalysisHow did your coordinated social projects perform using the core five categories?Mission Impact? Benefits:Improve tactics in the short-termFeed the development of long-term programs

Considerations:Don't just report numbers, illustrate what those numbers mean. The Tools(Examples)Strategic OutcomesIn-depth analysisHow does the performance of your social media strategies directly impact strategic priorities of your organization?Mission Impact? BenefitsCritical to report how the performance of your social media programs pursue and achieve mission goals

Considerations:If there are no compelling examples of clear impact on organizational goals, consider revisiting your strategy and policiesThe Tools(Examples)4 Types of ConversionsDestinationDuration Event, ActionPageviews per Visit

Conversion ValueMonetary value... $20 for call to government call center vs. clicking through to a Q&A page from TwitterSocial ViewAdvanced Segmenthttp://www.advancedwebranking.com/blog/google-analytics-advanced-segments-for-measuring-social-media/Views The number of total unique views for your channel

Minutes Watched The number of minutes viewers watched content on the channel

Top Videos The most widely viewed videos on your channelTwitterFlickr & LinkedInMost Engaging Content The top three-five performing posts based on level of engagement (favorites, likes, comments).

Flickr Most Viewed ContentTop three-five most viewed images.

YouTubeGoogle+ & TumblerExcel!FacebookQuestions Answered/Service-based Transactions Number of questions answered through social media.

Response Time Average time it takes to respond to a service request on social media.Most Engaging Content A compilation of the highest performing content based on 'Engaged Users,' 'Talking About This' and 'Virality'.

Fan Mentions The number of mentions, likes and comments that illustrate engagements between users and content.

Talking About This The number of unique people liking, sharing, or commenting on your posts.Most Engaging Content The top three-five performing tweets for the month based on level of engagement (clicks, favorites, replies, retweets).

Mentions The number of unique mentions, including replies and retweets.Engagements The number of instances where citizens engage with your agency through thumbs up, comment and shares.+1 Shares The number of times customers "+1" your engagements.

Notes The number of likes and reblogs a post receives.Return CommunityVisitor loyalty numbersNumber of community members that return to your websiteRegulars Percentage The percentage of users who repeat-visit from a particular social media source.http://www.advancedwebranking.com/blog/google-analytics-advanced-segments-for-measuring-social-media/Google AnalyticsSentimentIndicatorsSurvey FeedbackPositive, negative, and neutral engagementOn topics or programsTop keywordsTop hashtagsResponse Rate?SatisfactionFeedback/IdeasDemographic InformationAcross PlatformsGoogle AnalyticsSentiment Positive, negative, and neutral engagements about a specific program, event or topic.

Top Keywords Positive, negative or neutral keywords are most associated with your social media content.

Top Hashtags Categories most associated with your social media content.

Intro to Social Government1. Breadth2. Depth3. Direct Engagement4. Loyalty5. Customer Experience6. Campaigns7. Strategic Outcomes5 Core MetricsBreadthDepth Direct EngagementLoyaltyCustomer ExperienceTwitter TownhallGoogle HangoutHashtag ListeningNew Program PromotionMetric CombinationsConversionsEngagement ResponsivenessReturn CommunityNarrativeExplains how answering questions with links to follow-up information led to click-throughs from regular community engagers.Metric CombinationsCommunity sizeReturn communitySurvey feedbackNarrativeExplains the performance of a social training program through volume of participants, likelihood of return users and how those users rate the engagement.Metric CombinationsSentimentIndicatorsEngagement volumeNarrativeExplains what is being communicated in context of a hashtag, what factors influence engagement on the subject, and how active that engagement is.Metric CombinationsConversionsSentimentEngagement volumeNarrativeExplains the performance of a cross-platform campaign through click-throughs, what factors influence engagement on the subject, and how active that engagement is. Combination of metricsCampaignsGoals of your organizationReduce CostsSupport Small BusinessImprove Customer ServiceMetric CombinationsEngagement responsivenessConversion valueFAQ awareness campaignNarrativeExplains how a campaign to reduce costs is supported by responsiveness, successful conversions and cost comparison between social conversion versus traditional methods.Metric CombinationsEngagement responsivenessCommunity sizeSmall business Twitter campaignNarrativeExplains how a campaign to support small businesses is achieving its strategic goal through responsive customer service for the community.Metric CombinationsEngagement responsivenessSurvey feedbackDigital "call center" campaignNarrativeExplains how the quality of service for a response center exceeds customer expectations through responsiveness benchmarks and feedback directly from citizens.Google AnalyticsSatisfaction 1-5 Scale